Consumers Flash Profile

Consumers. Flash Profile with consumers consisted of one session. All sessions were individual and lasted from 45 min to 1 h 30 min, which was shorter than perfumers Flash Profile sessions. Methodology was similar to the perfumers Flash Profile, except that for consumers all sessions were carried out individually in a partitioned sensory booth. 

In the same line of thinking, market researchers have attempted to use rapid sensory methods to evaluate how consumers perceive products, not only in terms of sensory attributes, but also in terms of expectations, emotions, evocations, lifestyles, etc. BaUay et al. present a very nice example of how Flash Profile can be adapted to investigate these aspects in Chapter 19 of this book. This evolution has also led researchers to adapt sensory techniques to investigate concept fit (Carr et al., 2001 Lee and O Mahony, 2005) and conceptual associations (see Chapter 5 of this book). 

Flash Profile Low level of use (25%) Good level of knowledge (63%) Well adapted to describe and communicate a sensory product range -I- can be executed by different types of subjects (from experts to consumers), produces a fast, quick and easy description of a product range, well adapted to define ways to eommunicate on products lack of software and data processing not easy, method inadequately documented in practical view, consensus on verbatim not easy to find (if no exchange on list of items)... 

Eladan, N., Gazano, G., BaUay, S. and Sieffermann, J.-M. (2005). Flash profile and fragrance research the world of perfume in the consumer s words. ESOMAR Fragrance Research Conference, 15-17 May 2005 New York, NY. 

Flash Profile, its evolution and uses in sensory and consumer science... 

Ballay, S., Sieffermann, J. M., Gazano, G. and Mahe, C. (2004). Flash profile with consumers a new method to understand specific Japanese moisturizing expectations on cosmetic products. 23rd Congress of the International Federation of Societies of Cosmetic Chemists. Orlando, FL. 

Projective Flash Profile from experts to consumers a way to reveal fragrance language... 

Projective Flash Profile from expeats to consumers... 

Table 19.2 Most frequently used attributes from the Flash Profile conducted either with experts or with consumers...

AU consumers were able to use the Flash Profile methodology. No consumer gave up the study despite the large number of products. They aU fiiUy understood the ranking procedure and managed to complete the task. This was also the case for perfumers even if they were not familiar with sensory analysis protocols, they completed the Flash Profile session even quicker than the consumers, probably because of their ability to smell several perfumes. It is also possible that perfumers recognized some perfumes. 

Using consumers with the Flash Profile methodology proved to be an effective way to understand specific consumer sensory perceptions (Ballay et al, 2004). It allowed us not only to correlate specific perfumers attributes with major consumers impressions, but also to identify consumers semantic attributes which still need to be investigated and fully understood. It also allowed us to reduce the time limit of the studies and therefore to be more reactive and operational. 

An extension to Flash Profile of fragrances with consumers beyond sensory description... 

We thus decided to extend the Flash Profile method to the measurement of emotions, mental images and lifestyles associated with the smell of fragrances. Our goal was to tap into this imagery process on the motive side of the consumer in a manner that is meaningful to both the perfumer and marketing researchers (Ballay et al., 2006). 

Projective Flash Profile methodology. AH consumer panels (France, China and United States) evaluated exactly the same products. Consumers were given no indication of the perfume brands and names. The sessions wCTe condncted on separate days and in locations that were specific to each country. The evaluation took place in a sensory booth according to detailed gnidelines. Participants were allowed to take breaks whenever they wished. 

GPA and cluster analysis carried out on Flash Profile results for the three countries provided rich information regarding the consumers perceptions and product clustering. Product sensory and descriptive maps (Fig. 19.10), and product clusters (Fig. 19.11) were obtained for each country and category. They were compared and analysed between countries. 

Similar to what was observed with the previous Flash Profile consumer studies, aU consumers were able to use the Projective Flash Profile methodology. Moreover, no consumers had trouble finding and imagining mental images, emotions or associations with the different perfumes. This is a confirmation of the highly imaginative and very evocative potential of fragrances. 

Second, the method we used and adapted from Flash Profile provides us with a more relevant way to understand the consumers. 

The Projective Flash Profile gives us a means to better communicate with the consumer. The information we have about each perfume may be used to illustrate the perfumers and creative team efforts in order to create a profile sheet for each perfume. 

To be able to compare consumers and technical vocabulary, participants must not influence each other, whether they be consumers or test drivers. In fact, very experienced experts have a strong influence on each other. Therefore, a free choice profiling method that does not require discussion with the rest of the panel is preferable. Besides, test drivers are available for less than 10 h a month, so a fast methodology is needed. Due to the complexity of the products and the constraints of the evaluations, we choose to use Flash Profile (FP) (Dairou and Sieffermann, 2002 Delarue and Sieffermann, 2004 Tarea et al 2003). 

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